Eli Lilly: Social Media and Web 2.0

The case focuses on the challenges of a large pharmaceutical firm as it grapples with the rapid growth of social media. Limited by regulations in several aspects, pharmaceutical companies face a difficult set of choices about how to engage with customers and external stakeholders using social media.

This case fits well in any course on general management, technology strategy or operations strategy that focuses on social media and Web 2.0 approaches to innovation, customer engagement and organizational change.